Street level marketing

Abstract

Street-level marketing represents a method of marketing through involvement and membership of psychographic market niche. It is based on combining the observational methodologies of ethnography with the objectivity of marketing planning to assist goods, services or ideas developed to service a psychographic market niche by a member of the market niche. It represents a movement away from the traditional method of observation by intrusion of ethnography, and a penetration by infiltration of niche marketing. Instead it focuses on the development of a marketing technique based on market immersion, street level credibility and business objectivity which can be used to develop low cost credible marketing outcomes.